Future Thinking: Why personalisation will remain a top priority in 2022

As we look ahead to 2022, let’s walk you through what to expect from personalised digital advertising.

This year threw a stack of roadblocks and opportunities our way. We saw the rollout of iOS 14.5 (which didn’t send our campaign’s ad performance plummeting as many prophesied). We prepared for the ‘death of cookies’ (even though those deadlines have now been extended to the end of 2023).

We also navigated multiple lockdowns here in Melbourne (and across Australia), which made the need for digital transformation more necessary than ever before.

As we look ahead to 2022, we know that personalisation is no longer an umbrella term merely about serving customers the right message at the right time. Instead, it needs to be at the core of every client’s business strategy as it’s what today’s customers expect from the brands they choose to shop with.

Let’s walk you through what to expect from personalised digital advertising in 2022 and how we’re helping our clients stay ahead.

Strategically prepare for the death of the cookie

We all anticipated 2021 to be the year that third-party cookies would be phased out. But with the deadline extended to the end of 2023, marketers now have extra time to get a step ahead and come out on top.

As we head in 2022, we know that personalisation and first-party data will accelerate success for businesses. Consumers are demanding it: 72% of respondents in a recent study rated personalisation as “highly important” to them.

The strategies we shared back in early 2021 to help businesses overcome this latest set of roadblocks are more relevant than ever:

  • Shift from third-party to first-party data: we’ve spent years working with our clients to build and maintain high-quality databases, set up Facebook Conversions APIs and Server Side Tagging Google Tag Manager. The result? Their digital advertising is likely to perform better when these changes kick in.

  • Build direct relationships with customers: we can help you find ways to directly talk to your customers (such as through loyalty programs and customer-centric content) while treating their data responsibly.

  • Set up the correct infrastructure (including your Facebook pixel): we ensure every client we team up with has the right tools in place to deliver personalised and impactful digital advertising (with total reporting transparency). Take this example from our work with KFC Malaysia: we helped them increase in-app purchases by 84% by getting the proper infrastructure in place to serve their customers better.

Create an impactful value exchange program

Privacy is playing a more significant role than ever before in digital advertising. If customers believe their personal information is being mishandled, 72% of them would have no problem taking their money elsewhere.

It comes back to trust. To gain detailed insights about your customers, you need to offer them something valuable and helpful in return.

We’ve prioritised creating value exchange programs with our clients because we know they’re an essential part of a first-party data acquisition strategy. In short, it’s all about having a convincing answer to the question, “if I give you my data, what’s in it for me?”.

For us, it comes back to three things:

  • Offering a fair and relevant value exchange that spells out the consumer benefits upfront.

  • Being honest and transparent about data collection to explain what you’re capturing and why.

  • Putting the consumer in control and giving them the autonomy to provide and revoke consent at any point.

Prioritise digital transformation

It might be a buzzword, but digital transformation is crucial for businesses to succeed in today’s privacy-conscious environment. And unfortunately, many Australian brands are still lagging.

We know the pandemic has accelerated the need for businesses to take ownership of their marketing and their data online. Now, there’s even more pressure than ever on marketers to keep up and deliver omnichannel personalisation and seamless customer experiences.

Every client we work with is never reliant on third-party data and is leveraging the power of personal digital solutions through first-party data instead. If your current media agency or technology partner isn’t ready to navigate digital transformation confidently, it’s time to consider other options and work with digital marketers who can.

Ready to lead the pack in 2022 with robust personalised digital experiences? Get in touch with us to see how TP can move the needle for your business.


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